THE DISCURSIVIZATION OF THE FAMILY IN THE MEDIA - OTHER MODELS, THE SAME STORY

Abstract

For a long time, it prevailed in the media the concept of family which structure is composed by a father, a motherand a son(s). But, as time goes by, this format was joined by others such as single parents and homo-affective families. However, even though the family reinvent itself, it’s still perceptible marks of religious speech and of that ancient family, either in the subjects that compose it, or in their practices. And with these other family formats earning visibility, it drew our attention to how they are portrayed in advertisements broadcasted on television media. How are these families represented? What family formatis prioritized? What meaning effects are built by these speeches produced by the media around the family? We are also interested in understanding the historicity that led to the emergenceof this speech and which is theprocess of constitutionand subjectivity of the subjects. To our analysis, we will builda set of twelve advertisements aired from 2006 to 2011. We will orient ourselves through Foucault's archaeological method, media studies from Gregolin, Milanez, Navarro and Silva Fonseca, and to supportour workwith moving images, we will use the research of Courtine and Milanez, and the notions of filmic image outlined by Aumont. We will problematize and investigate the different family formats represented in the media and, using the concept of intericonicity, we will verify which are the sense effects built and the memories evoked, as well as the possibility conditions that marks the subject and determines that this speech, and not the other one, have arisen in this given moment.